In the commercial, the competitor's drive-through speaker peers over a hedge to get a better view of Del Taco's drive-through. The speaker sees a black limousine with the license plate "Yo Quiero" pass through the line and asks, "Is that you, Boss?"

According to Del Taco spokeswoman Barbara Caruso, this is the first time the chain, which has 300 stores in California, pointedly pokes fun at Taco Bell, which has about 5,600 stores.

Responded Taco Bell spokeswoman Laurie Gannon: "Imitation is the highest form of flattery."